Consumer preferences for olive oil in the Iberian Peninsula

This study aims to analyse consumer preferences in the Iberian Peninsula by comparing two important European Union-producing countries. In order to be able to make valid cross-cultural comparisons, we used the Best-Worst Scaling (BWS) methodology. We also performed segmentation using Latent Cluster Analysis (LCA), including all consumers analysed, regardless of country of origin, to obtain three different segments. Comparing both consumers, the significant differences obtained refer to the quality-price ratio, willingness to pay and attributes considered at the time of purchase of olive oil. Owing to the BWS methodology, we observe that the number of attributes that establish significant differences between the three segments (taste, brand name and packaging) is higher than in the analysis performed by country (brand name). The 3 segments obtained (“Type-experience consumers,” “External cues consumers” and “Taste seekers”) prioritise the proposed attributes differently and there are significant differences between them in terms of olive oil consumption (place of purchase and average weekly consumption). These conclusions have implications at the business level for the design and development of marketing strategies in the olive oil sector in both countries.